Campaign Aims and Objectives:
Short Term Goals:
- To hold a series of world food events that promote the products released as ingredients.
- To celebrate world food week with a series of small markets.
- To raise awareness of self cooking and classes being held within the stores community spaces.
- The effectiveness of the campaign could also be raised by cause-related marketing and we suggest the following charity with which to liaise: http://www.worldfooddayusa.org/what-is-wfd
Long Term Goals:
PR - In recent months Tesco have suffered from bad press and we believe the campaign would serve to rectify this in the long term. This can be furthered through the promotion of a new chef celebrity endorsement that will keep a precence supporting the teaching of food tech within schools.
Sales- To increase in store sales especially those of the released products. This in turn will achieve a greater rate of footfall within the stores themselves.
Community spirit- To raise the sense of community spirit within in small stores to close the gap between the customers and the company that has recently been effected by the press. By promoting a new edjucation system links with the schools not only will a new range of younger people be connected and will come familiar with the brand but they will in the long term have a skill.
The campaign seeks to achieve a raise is publicity by raising the awareness of the issues within the communities. By pulicising the new products within a fun and active way that will hold other benefits for the company. This promotion will be extended through the used of cause- related marketing by connecting to charities that are also working within the world food day that has its own organisation that provides children with meals. This will all be implemented in all large stores with the use of the companies resources to create a high quality campaign that will connect the company to its customers.
Old Notes ( Need to be removed)
of events to be held within Tesco PLC larger stores. The events that are to be held consist of a series world food tastings that will be in the style of a market with different countries being represented by different stores all holding dishes that use Tesco's own products as ingredients.This will not only promote the products but will attract new people into the store increasing foot fall. These events will also be paired with classes for world activities such as traditional dance these will be held in the newly started community areas placed within the newer stores these classes may also be participated to raise funds for charities. These classes will promote community spirit and service that the company in currently trying to promote. These events will create a promotional effort for the store not just through the sales of products featured in recipes being showcased but also through the increase footfall and also through the raise in community spirit that comes in return through the promotion of the community spaces.
The effectiveness of the campaign could also be raised by cause-related marketing and we suggest the following charities with which to liaise.
I hope this fulfils the needed aspects asked for in the brief as the companies services will be promoted and the sense of community will be raised as asked. This promotion will only be extended also through the use of good and local press working as free advertisement for the brand. These events will be implemented in all large stores in wider communities that could do will being brought together as this was stated within the brief given. This promotional technique will come at a lower cost then a widespread high quality advert campaign, although it will come at some cost to the company it is all within the cost of the company as their may be services that need to be hired but most will be covered from within the whole company as products and staff will need to be used. Overall, the events aim to cover promotions of services and community both features were part of the given brief.
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